Chief executive officers of 51 businesses, including AT&T, Amazon, Comcast and the Interpublic Group, are calling for Congress to pass a federal privacy law that would preempt state laws, including new measures in California. “Consumers should not and cannot be expected to understand rules that may change depending upon the state in which they reside, the state in which they are accessing the internet, and the state in which the company’s operation is providing those resources or services,” the CEOs say in a letter sent Tuesday to leaders of the House and Senate. “Now is the time for Congress to act and ensure that consumers are not faced with confusion about their rights and protections based on a patchwork of inconsistent state laws.” The company executives say they are supporting an approach outlined last year by the Business Roundtable, an organization representing more than 200 CEOs.
As the saying goes, less is more — and nowhere is this ideology more relevant than with email marketing. As subscribers are becoming more sophisticated and expecting personalized brand experiences, marketers need to tailor email frequency based on individual engagement and preferences.
While most marketers do understand the importance of not over-emailing subscribers, many still stick with this outdated practice. However, receiving too many emails from a brand is one of the biggest drivers of subscriber dissatisfaction, as highlighted by a recent survey from Yes Lifecycle.
If this isn’t reason enough to consider adjusting your email send frequency, here are four more reasons that prove the case that less is more:
1. Improved Inbox Placement – Mailbox providers put significant emphasis on subscriber engagement as a way to determine inbox placement.
2. Money Saved – Although sending an email is a relatively inexpensive form of communication compared to other marketing channels, mailing at a high frequency adds up cost over time.
3. Increased Engagement – As email frequency increases, not only do complaints rise, but subscriber engagement can also begin to wane.
4. More Time Spent on Email Strategy and Advancement – With less of a focus on increased frequency, marketers will have more time to spend on advancing their email programs.
more detail at source: https://www.pubexec.com/article/4-reasons-to-decrease-email-frequency/